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Editor's Notes

• #3: NRKs main mission is to promote and secure Norwegian culture and language through a wide range of national and local content productions. In the new fragmented and ever growing media landscape this mission is under pressure and can be marginalized. That is - if we don’t innovate and compete using the same technology and functionality as other mediacompanies do in the world.
• #4: The content industry is no longer a national competition - its become a World Cup ! The internet have revolutionized content distribution and a wide range of new devices has made it easy to consume where ever the end user might be.  The result is that content now knows no boundaries and 3rd party aggregators like Netfilx can compete in markets where national broadcasters ruled.
• #5: Innovation is part of NRKs agenda, our operation and our remit.   We are not bound by specific technologies. NRK has a forward-looking remit. It says that NRK should be present and develop new services on all important media platforms so as to achieve the broadest possible outreach for its overall programme services. This gives us an oppurtunity to innovate and serve the audience where they are.  
• #6: In NRK – two aspects of innovation are in focus. First: Content development – always searching for the best ideas! Basically – if the content is good, it’s consumed on every platform – both on live TV and on-demand. Secondly: NRK has to serve the audience where they are. It’s when the content reaches the audience that the value of the content is unlocked.
• #7: Technology and user behavior changes and develops more rapidly then ever. To innovate is not just to adapt to the trends but to stay ahead of them. One of our best competitive advantage is our programing and services for kids.
• #8: By developing services for the kids we get the opportunity to see their behavior in relation to consume close up. They are the new breed of consumers and will dominate the marked of tomorrow. So what have we learned……. Almost 90 pct of all the kids under 12 year have access to a tablet at home. And by the age of 10, all the kids in Norway have their own mobile phone.
• #12: This example of innovation needs now more explaining. But pioneering the «big data» of weather information and making it available for all in a user-friendly way is true innovation. NRKs long history of communicating weather combined with the indept knowledge of the Norwegian Meteorological Institute proved to be a success.
• #13: Some of the best innovation is done together with your audience. That understood - NRK was one of the first media businesses that created an open space on the web where we could try out new ideas and communicate with people. NRK Beta as the website is named is a sandbox for trying out ideas and getting early feedback on services and plans. It also serves as an open door into NRKs technology and development departments. Innovating together with your customers often gives you a better end product. Death by planning Dit ble «overplanlagt» Myndighetene brukte for lang tid Samarbeidsproblemer
• #14: Our audience is the main driver of innovation. Their way to adapt to new types of content and new ways of consuming it is the key to how we should adapt. We put our users in the center and find ways of serving our content on their terms. Her are some of the latest examples;